In business, when ever I take a client for digital marketing strategies, I will evaluate whether I can help the business or not and whether the business will be profitable using digital marketing. Here are the 7 strategies I used to help businesses in Malaysia.
Step 1: Situational and marketplace analysis
In this strategy the idea is to have a planned approach to creating a programme of customer acquisition to grow the volume of customers they need at an acceptable ROI. Here we simplify the process by defining the steps business should take to ensure programme is successful. Basically we can divide into 3 categories; advertising by using paid search, display ads, affiliate marketing and digital signage. Using partner networks such as Facebook and influencer outreach and finally digital properties by creating blogs and social presence online.
Step 2: Objectives, KPIs, and targets.
Here I understand what the business wants but it has to be realistic. Surprisingly most businesses here do not know what they want to achieve or worst still want maximum results but not willing to pay. Key questions I will ask:
a. How much can we afford to pay for a new customer?
b. What is the lifetime value of your customer?
c. What is the actual cost of acquiring each new customer? (CPA)
d. What is the value of a customer over the lifetime of your relationship?
e. What are the costs of acquiring of a new customer measured by the incremental revenue less the incremental resource and media cost required?
f. What is the average order of new customer?
Step 3: Acquisition Strategy: Targeting, Segmentation and value propositions
Here I will understand the type of customers business are targeting, their purchase pattern, where they are from, where do they hangout online? Then we dig deeper into, what channels of communication they prefer and what kind of content they are looking for. What time do are they most active, what devices they are using? These are just some of the things we need to understand about the customer.
Step 4: Acquisition media and content marketing strategy
Basically once we know all the information earlier, I can now focus on the tools we have. Whether we want to use website to social media, emails or mobile communication. I will also propose social media media buy, paid search, SEO, email marketing and others.
Step 5: The Budgeting
Here I would work with business to show where to allocate the budget to make the most impact. How do business allocate the money to show tangible results. How do business reach the target audience and KPI set within the budget.
Step 6: Implementation & execution
This is where I would work the strategies discussed and implemented it. Monthly reporting will be given and compared to what was plan. Usually I will spend 60% creating content, 30% promoting it and 10% analyzing the results.
Step 7: Tracking & Optimization
Here I will be using tools, choosing the right attribution model, understanding and getting most out of the analytics, measuring social media campaigns, and provide reports on conversion rate optimization.
There we go, the 7 strategies I always take when handling clients for digital marketing strategies. Check out my other blog on digital marketing Malaysia and social media marketing Malaysia
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